[[{"@type":["BlogPosting"],"@id":"https:\/\/www.schemaapp.com\/schema-markup\/future-of-structured-data-google-podcast\/#BlogPosting","@context":{"@vocab":"http:\/\/schema.org\/","kg":"http:\/\/g.co\/kg"},"url":"https:\/\/www.schemaapp.com\/schema-markup\/future-of-structured-data-google-podcast\/","publisher":[{"@id":"https:\/\/www.schemaapp.com\/#Organization"}],"audience":"https:\/\/schema.org\/PeopleAudience","mentions":[{"@id":"https:\/\/www.schemaapp.com\/entity#Thing"},{"@id":"https:\/\/www.schemaapp.com\/entity#Thing6"}],"inLanguage":[{"@type":"Language","@id":"https:\/\/www.schemaapp.com\/schema-markup\/future-of-structured-data-google-podcast\/#BlogPosting_inLanguage_Language","name":"English"}],"dateModified":"2023-11-09T14:35:32+00:00","headline":"Structured Data Insights from Google Podcast: The Future is Bright!","datePublished":"2022-04-12T17:28:22+00:00","image":[{"@type":"ImageObject","@id":"https:\/\/www.schemaapp.com\/schema-markup\/future-of-structured-data-google-podcast\/#BlogPosting_image_ImageObject","url":"https:\/\/www.schemaapp.com\/wp-content\/uploads\/2022\/04\/Schema-App-Featured-Images-2.png"}],"mainEntityOfPage":"https:\/\/www.schemaapp.com\/schema-markup\/future-of-structured-data-google-podcast\/","name":"Structured Data Insights from Google Podcast: The Future is Bright!","articleBody":"Google recently released a new episode on their Podcast, Search Off the Record called \u201cStructured data: What\u2019s it all about?\u201d. \nAs a Structured Data enthusiast, I was over the moon when Google released this podcast.  At Schema App, we live and breathe structured data every day of the year.  This podcast provides some insights from Google on how structured data compliments their machine learning work, along with the challenge of keeping structured data up to date and how structured data is here to stay. I highly recommend the 30 min show. \nI\u2019ve summarized my takeaways from the lively conversation between hosts Martin Splitt and Lizzi Sassman and guest Ryan Levering, a Google software engineer that works on structured data.\nMachine Learning & Structured Data\nWe often get asked at Schema App, whether machine learning will make structured data obsolete. Ryan Levering shared how machine learning and structured data work together. Structured data is something you can control and give to Google, enabling Google to build features. Then they can further enhance the search experience using machine learning. \n\u201cMost of our features over time migrate to that approach where we ingest it. Maybe we start with one approach where we\u2019re just using ML. And then we eventually add markups so people have control. Or it\u2019s the opposite way around. And we start\u2013 we bootstrap with markup in an eco-system approach where people are giving us data. And then we enhance coverage of the feature by adding ML long run.\u201d \nRyan Levering @ 8:34\nStructured Data beyond Rich Results\nTheir answer was vague (funny when the topic is about disambiguation, ha!). They use machine learning to identify the topic of the page, and will \u201csometimes\u201d refer to structured data to help. It sounds like if you are using structured data to clarify the topics on the page, it can be of value. \n\u201cSo structured data is just one signal in that overall calculation. But it can help us with certain disambiguation in terms of what the actual page is about. So, it is useful, but just in a more implicit sense right now.\u201d \nRyan Levering @ 16:06\nChallenge: Keeping your Structured Data Up to Date\nOne of the challenges for Google is to ensure that the structured data matches the content on the page, what Martin Splitt refers to as drift. Basically, is the human and machine-readable (structured data) content in sync? \nGoogle checks this, and it\u2019s costly to them. Depending on how you implement structured data, this can be very time-consuming and complex. Ryan recommends not doing structured data manually, but finding a way to build it on the content. This in itself has its challenges, keeping templates up to date, ensuring content performs to load in time, etc. \nWe\u2019ve worked hard to solve this problem, and that is why we built Schema App\u2019s Highlighter. The Highlighter builds structured data from your website content, so it is easy to solve this challenge of keeping it up to date. \n\u201cI think the key is to make sure that the thing that\u2019s generating\u2013 like Martin alluded to\u2013 the thing that\u2019s generating your content is coming from your database directly and it\u2019s not really manual.\u201d \nRyan Levering @ 22:20\nThe Future of Structured Data\nGood news! The future for structured data is bright.  Ryan shared that in the mid-term, they will be looking to add new features and start leveraging Structured Data universally to enhance the Google experience.\n\u201cI mean we continue to flesh out the structured data usage in terms of adding more features and looking into more ways we can use it in cooler things that are not just visual treatments but actually help with more understanding on the page\u201d Ryan Levering @ 27:07\nIn the long term, Ryan shared his vision of finding ways to consume structured data programmatically, removing the need to have structured data on the webpage, while still linking it to the webpage. \n\u201cI would like to move to where we are adjusting more and more data through structured data-specific channels rather than necessarily conveying all of our information on the web page itself.\u201d \nRyan Levering @ 27:20\nAs I mentioned previously, the future is bright for structured data, and we are so excited at Schema App to solve these challenges with our Schema App Highlighter \u2013 the best tool on the market that deploys structured data at scale, enabling you to reap all the benefits and take control of your brand in search.\nResources:\n\nListen to the Podcast\nRead the Transcript  \nSchema App Highlighter\n\n ","description":"Get insights from Google on the future of structured data including how it works with machine learning, challenges and the future roadmap."},{"@context":"http:\/\/schema.org","@type":"Organization","address":{"@type":"PostalAddress","streetAddress":"201 - 412 Laird Road","postalCode":"N1G 3X7","addressRegion":"Ontario","addressLocality":"Guelph","addressCountry":"https:\/\/www.schemaapp.com\/#Country","name":"Schema App Address","@id":"https:\/\/www.schemaapp.com\/#PostalAddress"},"logo":{"@type":"ImageObject","width":"290","height":"93","url":"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2020\/07\/SA_Logo_Main_Orange_w300-1.png?strip=all&lossy=1&ssl=1","@id":"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2020\/07\/SA_Logo_Main_Orange_w300-1.png?strip=all&lossy=1&ssl=1"},"potentialAction":{"@type":"ScheduleAction","name":"Schedule a Demo","url":"https:\/\/www.schemaapp.com\/book-a-demo\/","@id":"https:\/\/www.schemaapp.com\/#ScheduleAction"},"image":{"@type":"ImageObject","width":"1350","height":"650","url":"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/04\/Schema-App-Featured-Image.png?strip=all&lossy=1&ssl=1","@id":"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/04\/Schema-App-Featured-Image.png?strip=all&lossy=1&ssl=1"},"description":"Schema App is an end-to-end Schema Markup solution that helps enterprise SEO teams develop a knowledge graph and drive search performance.","knowsAbout":["http:\/\/www.wikidata.org\/entity\/Q1891170","https:\/\/www.wikidata.org\/wiki\/Q6108942","https:\/\/www.wikidata.org\/wiki\/Q26813700","https:\/\/www.wikidata.org\/wiki\/Q180711","http:\/\/www.wikidata.org\/entity\/Q33002955"],"keywords":["Structured Data","Knowledge Graph","Rich Results","Semantic Search","Search Engine Optimization","Schema Markup","Semantic Technology"],"location":"http:\/\/www.wikidata.org\/entity\/Q504114","sameAs":["https:\/\/www.instagram.com\/lifeatschemaapp\/","https:\/\/www.linkedin.com\/company\/2480720\/","https:\/\/twitter.com\/schemaapptool","https:\/\/www.youtube.com\/channel\/UCqVBXnwZ3YNf2BVP1jXcp6Q"],"legalName":"Hunch Manifest Inc","name":"Schema App","telephone":"+18554448624","url":"https:\/\/www.schemaapp.com\/","email":"support@schemaapp.com","knowsLanguage":"http:\/\/www.wikidata.org\/entity\/Q1860","areaServed":"http:\/\/www.wikidata.org\/entity\/Q13780930","@id":"https:\/\/www.schemaapp.com\/#Organization"},{"@context":"http:\/\/schema.org","@type":"Thing","sameAs":["https:\/\/www.wikidata.org\/wiki\/Q95","https:\/\/en.wikipedia.org\/wiki\/Google","kg:\/m\/045c7b"],"description":"search for information about (someone or something) on the internet using the search engine Google.","name":"Google","@id":"https:\/\/www.schemaapp.com\/entity#Thing"},{"@context":"http:\/\/schema.org","@type":"Thing","name":"Structured Data","sameAs":["kg:\/m\/05p2j70","http:\/\/www.wikidata.org\/entity\/Q26813700","https:\/\/en.wikipedia.org\/wiki\/Structured_data"],"description":"information with a formal data model","alternateName":"Schema Markup","@id":"https:\/\/www.schemaapp.com\/entity#Thing6"}],{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Schema Markup","item":"https:\/\/www.schemaapp.com\/schema-markup\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"Structured Data Insights from Google Podcast: The Future is Bright!","item":"https:\/\/www.schemaapp.com\/schema-markup\/future-of-structured-data-google-podcast\/#breadcrumbitem"}]}]